Link: Is it Time to Bury the Name ‘Direct Marketing’? – DMN

Is it Time to Bury the Name ‘Direct Marketing’? – DMN

Fertilizer company Potash Corp. turned to its agency Gyro to help it sell more product to farmers.
“Every year, a farmer has the opportunity to decide how much of their budget is spent on sexy gear such as tractors and how much they get to invest in fertilizer,” explains Patrick O’Hara, Gyro chief strategy officer. “Our client said, ‘Can you help us sell more potash?’”
The obvious path, O’Hara notes, is to create an ad campaign that you mail directly to the list of farmers that says, “Dear farmer — buy potash so your crops will grow.”
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